Nations, regions, states, counties, or cities

Age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality

Age and life-cycle stage segmentation

Gender segmentation

Income segmentation

Social class, lifestyle, or personality traits

Knowledge, attitudes, uses, or responses to a product

1. Occasions 2. Benefits sought 3. User status 4. Usage rate 5. Loyalty status

Mass marketing

Focuses on common needs rather than what’s different

Goal is to achieve higher sales and stronger position

More expensive than undifferentiated marketing

Limited company resources

Knowledge of the market

More effective and efficient

Local marketing

Individual marketing

The way the product is defined by consumers on important attributes

The place the product occupies in consumers’ minds relative to competing products

1. Product differentiation 2. Services differentiation 3. Channel differentiation 4. People differentiation 5. Image differentiation

1. Important 2. Distinctive 3. Superior 4. Communicable 5. Preemptive 6. Affordable 7. Profitable

Value proposition is the full mix of benefits upon which a brand is positioned

To (target segment and need) our (brand) is (concept) that (point of difference)